Over the period 2022-2024, the proportion of global consumers who say they are using nutritional supplements has increased from 23% to 36%, indicating that people feel that barriers to healthy living are on the rise and as such people need something “extra” to help facilitate their health goals. The tendency to use supplements can vary across the globe, for instance 38% said this in 2024 in Asia-Pacific compared to 30% in Europe. Of those global consumers who use supplements, 33% said they do so to aid their cognitive health, showing how feelings of stress, difficulty concentrating, and reduced memory sharpness are impacting on people of all ages across the globe.

A total of 63% of global consumers stated in 2023 that they recognize the link between overall health and cognitive health. This attitude tends to be higher amongst older consumers. Indeed, whilst younger people tend to associate traits such as an inability to concentrate with feeling tired and fatigued and something that can be easily recognized, older consumers are more likely to associate such symptoms with more serious problems such as dementia, which can have a considerable impact on quality of life. Of those global consumers who purchase supplements in 2024, 20% said they regularly check supplements for branded ingredients whilst 40% said they do so at least some of the time, showing that such claims are influential on purchasing which can be related to enhanced feelings of trust and efficacy (at a time when greater emphasis is placed on value as spending on wellness products becomes more considered).

In terms of symptoms experienced, consumers are most likely to report feeling levels of stress and anxiety, which is not surprising given that people are worried about various issues, ranging from rising living costs to the threat of war, to the health and safety of loved ones. However, when asked what cognitive health-related claims they would like to see within the supplement market, all consumers (irrespective of whether they purchase supplements or not) were most likely to say they find benefit claims to improved memory (54%) appealing. This is because people feel that they can take more general steps to reduce stress, such as going to bed earlier, digital detoxing, or re-prioritizing what is important. In comparison, consumers will recognize that functional ingredients can have a positive impact on helping maintain and improve memory, especially as they age.

From a consumer perspective, consumers demonstrate an interest in wellness products personalized to meet their specific needs, which relates to the fact that people want maximum efficacy from the products they purchase and can feel that some wellness products are too generic and not suited to their specific needs. In addition, people also recognize the wider benefits associated with the gut microbiome, which is why global awareness of the phrase has risen from 15% in 2022 to 49% in 2024 as the phrase is used more commonly across media and new product development. Whilst consumers are generally open to concepts such as genetic nutrition testing, they do admit to having concerns about data security and the ethics and reliability of the information presented to them.

Research conducted in 2024 shows that 80% of global consumers are familiar with Artificial Intelligence, and that of those, 68% feel that it can have a positive impact on the health and wellness market, with the ability of AI to decipher large volumes of information in a way the human brain cannot. However, while they see the benefits of AI, they believe that it is something that should be used with humans as opposed to replacing it, moreover they also believe that information should not be used in a way to absorb self-responsibility. Nevertheless, despite some people demonstrating doomsday opinions around the use of AI, consumers overall are more likely to demonstrate favorable rather than negative sentiment.

Whilst ultimately a secondary consideration, 18% of global consumers who said they purchase nutritional supplements in 2024, said that sustainability claims are important when choosing what to buy. Purchasing behavior will ultimately be governed by price, perceptions of efficacy, health claims, and convenience. Nevertheless, sustainability claims can influence perceptions around the purity (and safety) of ingredients, whilst there can be the feeling that levels of integrity demonstrated at the beginning of the supply chain are indicative of the integrity demonstrated towards consumers at the end of the supply chain.

One trend that is being witnessed across the globe is that some consumers are actively looking to switch off from the world and digital detox. This is because people feel that they can struggle to switch off from daily responsibilities, but also because they can be exposed to sensationalism, misinformation, and the pressure to demonstrate they are “succeeding” in life. For instance, 21% of global consumers in 2024 said in the average week, their mood is negatively influenced by news of outside events that they have no control of. The supplement industry can respond to this by encouraging people to digital detox, whilst also reminding people of the challenges associated with being exposed to blue light.

Another trend that has become apparent over the last twelve months is that spending on health and wellness products is becoming more considered. This is because people are more price sensitive, and are questioning whether products are effective, essential, and good value for money. Multiple health claims appeal because they are associated with maximum efficacy, convenience, and value. However, it is important that products are not seen to be misleading, “magic bullet” health solutions, meaning that brands must also provide scientific information on packaging to validate claims being made.

One of the ways that brands have looked to create differentiation within a crowded market is through looking to blur the boundaries between supplements and confectionery through the launch of gummies and jellies that are seen to add an extra level of indulgence and convenience. Whilst this will appeal to some consumers who can be concerned about supplements for reasons such as difficulty to digestive, or looking to chemical, there will be concerns that dosages of ingredients can be impacted (impacting efficacy) and that if products are too much like confectionery, it can raise doubts around the credibility of health claims.